Dramatic changes in consumer behavior and attitudes since
2005 may signal long-awaited segment opportunities
New York (August 25, 2011) – The National Coffee Association (NCA) has published an original market research report, The Single Serve Format: Changing Perspectives Growing Opportunities, the latest in its National Coffee Drinking Trends series. A deep dive into consumer attitudes and behaviors on the single-cup format, the report uncovers significant inroads in consumer acceptance and adoption since 2005.
“Consumers are clearly warming up to the single-cup format,” said Robert F. Nelson, NCA president & CEO. “Notable changes in behaviors and attitudes suggest adoption potential that could support long-awaited opportunities and promise for the segment.”
Among report findings, awareness of single-cup brewing systems has increased to 73% in 2011 from 55% in 2007. Ownership has jumped to 7% of consumers in 2011 from just 1% when first polled in 2005. Those who have bought a system within the last six months grew to 35% this year from 29% in 2007.
Perceptions of the single-cup systems are becoming more favorable as well. Those who rated the systems as excellent or very good jumped to 45% this year from 26% in 2007.Positive responses to “I have heard positive comments about this viewer from friends and family” increased to 46% this year versus 33% in 2007.
Consumers also reported strong interest in single-cup preparation via stick packs. Twenty-one percent indicated that they have tried instant coffee from a stick pack, although only 2% buy them regularly. These data suggest a ripe opportunity for turning interest into sales growth. Deep Dive
In addition to these findings, other detailed analyses of consumer behaviors include:
Among the other attitudinal analyses provided are:
- age group, gender, family setting and income
- geographic location
- likelihood of purchase
- gifting intent
- types of coffee brewed
- time of day
- share of cups
- frequency of use
- place of usage, and
- share of usage versus other brewing formats
- ease of use
- retail availability
- taste perceptions
- price level attitudes, and
- shared word-of-mouth messages
National Coffee Drinking Trends
NCA’s National Coffee Drinking Trends study has been conducted annually by NCA since 1950. It is the longest available statistical series of consumer drinking patterns in the U.S. The study engages a nationally representative sample of 2,826 people 18 and older. Respondents are randomly selected from an online panel and complete the survey online. Data collection was completed mid-January through mid-February 2011 with a daily quota to ensure a balanced mix of days of the week.
About the National Coffee Association
The National Coffee Association of U.S.A, Inc. (NCA), established in 1911, is the leading trade organization for the coffee industry in the United States. NCA is the only trade association that serves all segments of the U.S. coffee industry, including traditional and specialty companies. A majority of NCA membership, which accounts for over 90% of U.S. coffee commerce, is comprised of small and mid-sized companies and includes growers, roasters, retailers, importer/exporters, wholesaler/suppliers and allied industry businesses. NCA offers a wide array of services, focusing on market and scientific research, domestic and international government relations, issues management and public relations, and education. The NCA's core purpose is to champion the well-being of the U.S. coffee industry within the context of the world coffee community.